Farah Aziz
Maps and readouts
Farah leads launch mapping. She used to sit inside growth teams that inherited thirty-day windows on three-day bursts, and she is impatient with reports that have no booth, chat, or listing line.
About the practice
We started because launch reports in Johor kept congratulating the wrong doorway.
Source Canvas Grid is a small attribution practice. The name is a working habit: source first, then the canvas of paths a new app actually uses, then the grid that keeps those names from collapsing into one paid campaign.
Origin
The first maps were written for teams launching out of Iskandar, often with a Singapore-facing listing and a Malay listing that the paid account had never named. Opening-week numbers looked decisive. Sitting in the room, it was obvious that WhatsApp forwards, staff installs, and store search for the local name were doing work that never appeared as a line.
We kept being asked to “look at the numbers.” What was needed was a list of doors, written in the words the team already used, before anyone scaled a burst. That list became the source map. The practice took the name later; the habit came first.
How we work
We sit with the people who know how the app is actually being talked about — founder, whoever places ads, whoever wrote the listing. We do not require a measurement committee. We do require that family asks, campus booths, and creator “maybes” are spoken out loud.
Readouts are working sessions, ninety minutes when we can keep them that way. The document is meant to be annotated, not framed. If a source cannot be joined to first open, we write that down instead of filling the gap with a confident colour.
People
Who you will hear from
Hakim Abdullah
Measurement checks
Hakim reviews whether a named path can survive first open — Play Install Referrer parameters, campaign names that do not match a bilingual listing, and the quiet failures of deferred links on a slow store morning.
Mei Ling Tan
Client notes and letters
Mei Ling turns the room conversation into the written map. She also keeps the Johor Bahru diary, including who is travelling from Kluang or across the Causeway for a readout.
Where we sit
Rooms near Taman Sri Tebrau market, which is why the address reads the way it does. Launch teams from Skudai and Iskandar Puteri usually come in person. Others send the campaign calendar and we work the map over a call, then meet once for the readout if travel is reasonable.
What we value
- Names that a founder and a media planner can both recognise
- Blank sources left blank, with a reason
- Short documents over ceremonial decks
- Malaysia’s actual paths — chats, bilingual listings, booths — on the same page as paid